383 PROJECT

Setting up a graphic design studio will always be a challenge. But going it alone is an increasingly appealing way of working – and a ticket to greater creative freedom. It may not be a bed of roses, but the early success that 383 Project have enjoyed proves that it can help kick-start your career.

383 Project is Sukhi Dehal and John Newbold. The pair set up in May this year, and they've already racked up work for the likes of Pirelli, Citroen, the Prince's Trust and Cobra Beer. Perhaps their proudest moment to date, however, is that Sukhi's illustrations are set to reach literally millions of people on the side of Sprite cans.

With a bit of initiative and determination, he entered the brand's annual Urban Creations competition. The resulting energetic design forms an enviable launch-pad for the studio. "Sprite gives us a fantastic edge over other start-ups," reasons Sukhi. "It's not only a good example of our style, but recognition from a major brand. There's no better way to advertise what we're about than putting it directly into the hands of 12 million people".

Clearly such competitions are great for profile boosting, but aside from creative triumphs a handle on more practical business aspects is essential. "Make sure you know exactly what you're getting into before taking the plunge," is John's advice. "No matter how idealistic your viewpoint, a studio is still a business. You have to accept admin and accounting as well as the fun creative stuff."

Keeping work rolling in is a daily grind, but as the 383 boys will tell you there are plenty of trade secrets – not least having a killer website, which plays a big promotional role for them. "We do a lot of new media work, so our website is like a shop front," reasons John.

An online presence also makes it easier to spread their wings geographically – collaborating with other designers and international clients, all from their base in Birmingham, a city that provides a constant source of inspiration and creative stimuli. Encouragingly, being outside London is no bar to progress: "There's a huge creative community, and some really unique work comes out of Birmingham," affirms John.

Besides their screen-based work, 383 has a strong grounding in print and illustration thanks to their graphic design training – Dehal at Wolverhampton University, Newbold at Coventry – and the agency's output reflects this diversity and adaptability in its style.

"Recent work has ranged from clean and corporate to quite illustrative and messy," asserts John. "A fair bit of our work includes doodles that we've had lying around on our desks – the character on the Sprite cans lived on a Post-It note for months."

From a Post-It doodle to a million drinks cans: that's what's called a design with legs. So what does the future hold for this plucky young studio? Well, in the short term it'll be nurturing its client list and fulfilling its aim "to grow an agency known for creative and fresh designs that aren't self-indulgent, but actually serve the purpose of the brief." With such honourable intentions, who would deny 383 the odd doodle every now and again?

CONTACTS

www.383project.com
hello@383project.com

Text: Angharad Lewis
Studio Photography: Dave Remes